As healthy living has become a core lifestyle choice, Swiss consumers’ concerns for their hair have increasingly converged towards hair health. Hair care routines evolved during the review period to include multiple steps and more targeted product formats borrowed from skin care.
The health and wellness trend also supported the growth of natural hair care brands in 2018, with consumer demand for “clean” beauty products increasing. Mainly initiated by small independent brands, large beauty players have launched their own natural ranges.
Hair loss is likely to remain a key concern in Switzerland, due to an ageing population, but also because younger people are affected by the problem due to increasingly stressful lifestyles. As a result, hair loss treatments is expected to experience a positive performance over the forecast period, with major brands investing in the development of products targeted towards hair loss, whilst new brand entrants are likely to have lucrative opportunities.
L’Oréal Suisse led hair care in Switzerland in value terms in 2018, with its top brands Elsève, Garnier Fructis and L'Oréal Studio Line. A number of innovations supported the company’s growth within hair care, specifically in the natural segment, with L’Oréal Botanéa, a 100% plant-based hair colour, Kérastase’s Aura Botanica (containing 98% natural ingredients) and the L’Oréal Paris Botanicals Fresh Care range, which taps into the premium segment.
In 2018, Henkel & Cie continued to rank second in hair care in value terms, due to its strong presence in the mass segment. The company targets value-conscious consumers across several hair care categories, and its brands are widely distributed through different channels.
Although internet retailing is gaining popularity within hair care, as in most other beauty and personal care categories, its share of distribution remained low in 2018. Consumers tend to find it more convenient to pick up well-known mass brands in grocery retailers when they do their weekly shopping.
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